Pharmaceutical companies have long had to fight for physicians’ time in order to pitch them on their newest drugs, a sales practice commonly known as detailing. The rise of e-detailing, which facilitates digital connections between pharma sales reps and providers, presents an additional engagement channel. Pharma marketers will need to better understand how physicians want to interact with reps and use that knowledge to develop omnichannel detailing strategies.
Key Question: How can pharmaceutical companies tailor their e-detailing strategies to enhance interactions with providers?
KEY STAT: Eight in 10 providers want virtual engagement with pharmaceutical sales reps to continue, even after the pandemic ends.
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